Johnson Firm partner Anthony Johnson recently participated in an ABA Journalpodcast discussing what changes in Facebook posting options could mean for lawyers in their distribution of news and information to their followers and potential clients.

According to some reports, only 12 percent of a Facebook member’s friends actually see his or her status updates, and only 16 percent of businesses’ posts are seen by their followers. For businesses worried that their status updates on Facebook are not finding the customers that they would like to reach, Facebook has launched an option for businesses to pay to get their status updates increased visibility. This new feature allows members to “highlight” a status update, for a price, to increase the likelihood that more “friends” and potential clients see the posting. Highlighted posts will stay visible longer, appear higher in newsfeeds and appear to more subscribers and friends.

Facebook and Paid Ads

Facebook grossed more than $2.5 billion in advertising revenue from 80 million users in 2011 alone. With such a large consumer base, more attorneys are searching for new ways to utilize Facebook to market their firms and reach potential clients. Paid ads or status updates allow attorneys and law firms to promote unique practice pages, and can be as simple as an ad depicting the firm’s logo and a text-based message.

The average user spends 22 percent of his or her online time on social networking websites – more than twice the time the average user spends on any other activity. As law firms become more social media conscious, attorneys can use Facebook and paid ads to seek potential clients and strengthen connections with their current clients.

Additionally, most law firms rely on referrals for a significant part of their business. When users “Like” a post, it can increase the influence of an ad, as friends or followers may notice their activity and generate discussion about the firm. While the benefits of paid ads and status updates may not be readily apparent, many believe that social media will impact every law firm, no matter how big or small, in the future. To learn more about Facebook paid ads and what this could mean for law firms, listen to the ABA Journal podcast or contact the Johnson Firm.

About Johnson Firm

Drawing on its founders’ experiences both in the legal field and in other business pursuits, the Johnson Firm was founded with the intention of bringing a well-rounded and practical approach to its clients’ legal needs. Our focus is not just on the legal needs of our clients, but their business and individual needs as well. We’re a small business, too, and we are proud to share that distinction with many of our clients, as well as bring a small business ethic to the service we provide.

Providing high-value legal services, as well as access to justice for our clients, are the primary goals of Johnson Firm. As a small firm utilizing cutting-edge technology, we can afford pricing flexibility for our business clients that larger firms may not be able to offer, without sacrificing the quality of our representation. Our affiliation with the American Injury Attorney Group allows us to associate our personal injury clients with some of the most highly regarded attorneys in the country, with the goal of maximizing the recovery on their claims.